Faraz
Ghani
Most organisations have AI tools. Few have AI that actually works across the customer experience.
Most organisations have AI tools. Few have AI that actually works across the customer experience.
Who I Am
Strategy. Build. Run. End to end.
I'm a transformation leader with 20+ years reinventing how brands engage their customers. My work sits at the intersection where digital, AI, data and marketing actually meet the customer, in automotive showrooms, airline terminals, retail stores and consumer-goods categories across the world.
What sets my record apart is that I have done all three modes. I have designed the strategy as a consultant at Accenture and Capgemini. I have built the platforms and data foundations as a programme lead. And I have owned and operated the resulting digital function (budgets, teams, vendors, performance) as Director of Digital and CX at Stellantis UK. So what I design is built for what real organisations can actually run.
I have lived and worked across three continents, and operated across 30+ markets. That range shapes how I approach transformation, with an understanding of the cultural, commercial and organisational conditions that make change stick in different parts of the world.
Read MoreAI-Enablement for Customer Functions
Most businesses are asking the same question right now: how do we actually use AI, not just talk about it. The answer is different depending on where you look, but across marketing, sales and service, three problems come up again and again.
Most organisations have an AI strategy. Far fewer have a working AI operating model behind it. The gap is usually the same: nobody has designed how the work actually changes, which decisions AI makes, which ones people make, and what the team needs to look like to run it. That is the design problem I start with.
Marketing, sales and service each own a piece of the customer relationship, with their own data, their own tools, and their own view of what good looks like. AI cannot fix that fragmentation. It amplifies it. The work is connecting the pieces first: shared data, aligned processes, and a digital infrastructure that lets the whole organisation serve the same customer.
Most businesses can generate reports. Few have built the loop that takes what the data is telling them and feeds it back into the customer experience automatically: the right message, the right channel, the right moment. Building that loop, from customer data through insight to action, is where CRM, AI and digital experience connect. It is also where the efficiency gains are real.
Track Record
Outcomes across automotive, aviation, FMCG and retail. Programmes led from strategy through delivery and into operations.
eCommerce programme for an automotive national sales company: virtual showroom, CRM and finance integration, growing online sales over four years with a per-unit margin uplift.
AutomotiveSpend optimisation programme for an FMCG multinational, covering media buying, agency costs and digital content production across all brands.
FMCGMicro-segmentation, first-party data partnerships and dynamic creative optimisation across digital and paid media channels.
AutomotiveCRM programme across five automotive brands and 30+ countries, with a campaign Centre of Excellence that cut delivery costs by 30%+ and accelerated omnichannel adoption.
AutomotiveGet in Touch
If you are working through an AI transformation, a digital CX challenge, or a customer data problem and want an experienced perspective, get in touch. A first conversation is straightforward: you explain what you are trying to do, I tell you honestly what I think.